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Jaffa Cakes is cementing its position as a renegade baker refusing to be classified in terms of biscuits or cakes with the introduction of its ‘Jonuts’.

The Jonut takes everything that makes the Jaffa Cake so moreish and maxes it out, expanding its sponge base to mouth-filling proportions while retaining the distinctive orange and chocolate topping.

Billed as the love child between a Jaffa Cake and a donut, the Frankensteinian confection marks the most ambitious move yet by the McVitie’s brand to cater for an evolving market with an expanded product line including its Nibbles range.

An accompanying campaign devised by TBWA/London is headlined ‘Be what you want to be’, inviting consumers to make up their own minds on what aisle the sweet snack should be stocked in.

In a press statement, the agency wrote: “Jaffa Cake Jonuts are the delicious love child of a Jaffa Cake and a donut, further proof of the Jaffa Cakes brand position of ‘Be what you want to be’ – after all, if a Jaffa Cake now wants to be a Jonut, who would want to stand in its way?
 
“When a product is this good, the communications almost write themselves as the campaign focuses on showing the Jaffa Jonuts in all their mouthwatering glory.

“Featuring a hero Jonut shot from multiple delicious angles and the unmistakable Jaffa Cakes layers of chocolate, sponge and tangy orange center, as one execution playfully explains: ‘All yum breaks loose.’”

The campaign is set to get taste buds tingling across OOH and social channels, with media planned and bought by Manning Gottlieb OMD.